How Do Focus Groups Help in Product Development? Elicitation Techniques for BAs:Part 4- FOCUS GROUPS

In this video from TEXAVI, Pardha Mantravadi walks us through the purpose, approach and benefits in planning and moderating focus groups in the product development initiatives. Primarily used as a marketing tool, focus groups help in showcasing the concepts and ideas to the customers or prospects about the business or product to be launched. These sessions could be conducted early on or as the product is being developed in its life cycle. Focus groups help provide participants' views, opinions, preferences and wishes more than their actual experience of using the product's functionality, features and performance.
Watch the video to learn about the methodology, techniques, pros and cons in planning, hosting and moderating focus group sessions.